Donor retention rates continue to be poor, especially for first-time donors. Donors don’t keep magically donating to your organization and you can’t hope you’ll get lucky and they’ll donate again. You need more than luck to keep your donors.
Pay attention to your donor retention
Many organizations spend all this time and energy on acquiring donors, concentrating more on volume and don’t seem to be concerned that they’re churning through different donors year after year.
If you don’t know your retention rate, figure that out now. A Guide to Donor Retention If you ’re losing donors, it’s most likely because you’re either not communicating enough or communicating poorly. Fortunately, this is something you can fix, but it will take more than leprechauns granting wishes. If you want to keep reaching that pot of gold at the end of the rainbow, you’ll need to work at it.
When figuring out your retention rate, you’ll find you have some lapsed donors. Take some time to reach out and let them know you miss them and want them back.
You need good donor relations
Donor relations should be easier than raising money, and it can be fun, too. Make it a priority, as well as something you do throughout the year.
The biggest hurdle is getting your first-time donors to donate again, so do something special for your new donors like sending them a welcome packet.
That said, don’t take your longer-term donors for granted. Send them a welcome back letter. I’ve donated to several organizations for a number of years, and it bothers me when they don’t acknowledge that.
Donor loyalty is also important
Your goal should be to have high-quality donors who will support you for a long time. Who has supported you for three, five, or even ten years? Go the extra mile for these loyal donors. This takes more work, but it will pay off in the long run. You don’t want to lose these valuable donors.
Keep building relationships
You may be between fundraising campaigns or events. It’s easy to get complacent right now, but don’t do that. You need to work on building relationships. Let your donors know how much you appreciate them and keep doing that again and again.
It takes more than luck to keep your donors. You need to show appreciation and stay in touch throughout the year. You could reach out now by using a St. Patrick’s Day or spring theme, or get inspired by one of the ideas in the links below.